Ambient/Guerilla Marketing

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Silver

UNICEF Landmine Stickers / Single nonprofit

Agency: Leo Burnett Frankfurt
Client: UNICEF Frankfurt

Typical rural dwellers around the world gen­erally watch their step only for cracks in the sidewalk or tangible evidence of a dog owner's neglect. Elsewhere around the world, however, lethal landmines from bygone conflicts force pedestrians to pay heed to each and every step. UNICEF and AOR Leo Burnett collaborated to bring awareness to this tragedy. Double-sided flat stickers, camouflaged to look like part of the floor, were placed in front of UNICEF's booth. When passers-by stepped on them, they stuck to their feet. When they pulled the stickers off their shoes, they were greeted with a picture of a landmine on the underside and the fact that in a country with rogue mines still posing a threat, lives are lost in just as happenstance a manner as walking across a seemingly harmless space.

Creative Director
Andreas Heinzel
Peter Steger

Art Director
Claudia Boeckler

Copywriter
Florian Kroeber

Executive Creative Director
Andreas Pauli


iPhone Jonny / Consumer campaign

Agency: AIM Proximity
Client: Yellow

A cumbersome Yellow Pages telephone book does not inspire thoughts of interactivity or information at the touch-of-a-button, especially in a world that makes print directories increasingly more obsolete. With the help of AIM Proximity, Yellow sought to bridge the gap between the perception of its brand and its ability to be the go-to online source for any need. Yellow saw a publicity opportunity in New Zealand's position as the first place where the new 3G iPhone went on sale, which meant, logically, someone there would be the first to buy it. The first of these happy campers was exactly that — a camper. Clandestinely sponsored by Yellow, iPhone Jonny, as he came to be known, waited in line for three days, receiving worldwide exposure for his spot at the head of the line. While in line, he man­aged to secure food and shelter, get a barbershop shave and even hosted a dinner party, all while blogging about how he secured these assets using yellow.co.nz. The day after Jonny purchased the phone, Yellow revealed its secret using a full-page newspaper ad.

Creative Director
Dave King

Deputy Creative Director
Tony Clewett

Production Manager
Paul Pritchard

Copywriter
Michelle Rajalingham


UNICEF Anti-landmines table soccer / Single nonprofit

Agency: Leo Burnett
Client: UNICEF

One of the more common and universally recognizable sights across Europe is a soccer team taking the field for a match. Children across the world play soccer, and some play in areas riddled with landmines left over from past wars. UNICEF, working with Leo Bur­nett, tapped into the worldwide familiarity of the sport by putting a table soccer game next to a UNICEF booth in Frankfurt, Germany, and letting passers-by play a free game. What was unique about this particular table was that most of the plastic players were missing one or both legs. Above each goal – in a place that may be reserved for highly visible ads on a real playing field – were two messages: “Thousands of people still become landmine victims each year. Help with your donation.”

Also placing Silver

Love conspiracy (See page 8)

Agency: AIM Proximity
Client: The Wavehouse Limited


Doritos Battle in a bag (See page 34)

Agency: Proximity/BBDO Canada
Client: FritoLay Canada

Bronze


Ella / Consumer campaign

Agency: BMF
Client: Ella Baché

Visitors to the harbor waterfront in Sydney Australia on a February day found themselves amid some sun, glistening water...and a large sculpture of a woman made out of peaches. The sculpture was created by BMF for Ella Baché and its skin care product line. Ella Baché, which uses the tagline “Skin Good Enough To Eat,” wanted to promote its products and increase beauty treat­ment sales. Visitors to the sculpture, nicknamed Ella, were given peaches and encouraged to book a treatment online. Ella generated buzz on the Web and in blogs, as well as news articles countrywide, accounting for more than $600,000 in free media. The company also saw a boost in treatments, with some salons seeing a 50% increase.

Executive Creative Director
Warren Brown

Copywriter
Tim Wood

Art Director
Jun Harada

Production
Sarah Thompson


The crowd's story / Single consumer

Agency: Euro RSCG Australia
Client: Sony

What better place to string together hundreds of unrelated 15-word stories than at a short-film festival? At Sony's Tropfest 2008 in Australia, each member of the crowd was handed a flyer invit­ing them to text in a 15-word story to participate in the festival's theme, “Life is a story. Tell yours with Sony.” Each short story was shown on the big screen at the festival during intermissions, and each was connected with the phrase “and then,” to create one completely random and unique story. More than 1,000 texts ultimately were sent in — six times more than there was time to show.

Executive Creative Director
Rowan Dean

Creative Director, Direct
Peter Maniaty

Copywriter
Ben Clare


Take me home / Single nonprofit

Agency: M&C Saatchi/Mark
Client: Sydney Dogs & Cats Home

Nothing tugs on the heart strings of a dog lover quite like the prospect of a lovable canine on the cusp of running out of time in a dog shelter. In order to promote the adoption of 11 dogs in just such a predicament, the Sydney Dogs & Cats Home had to get the word out. Along with Sydney-based agency Mark, the organization made cardboard cutouts of dogs that were displayed in car windows. The cutouts reminded people of the comfort that comes with owning a dog and were inspiring enough to get the 11 dogs a home and lift charitable contributions to the cause by 20% over the previous year.

Art Director
Susan Dearn

Copywriter
Mitch Alison

Head of Copy
Hamish Stewart

Creative Director
Gavin McLeod


RBC Campus – Crime doesn't pay / Consumer campaign

Agency: Proximity/BBDO Canada
Client: Royal Bank of Canada

The college crowd sure can be a stingy bunch. From “borrowing” toilet paper to condiments, it's clear that they are a group frequently strapped for cash. But, no matter how petty it may be, “Crime Doesn't Pay.” This was the slogan that Royal Bank of Canada used to entice students to use their free banking service. RBC placed “criminals” in stocks or shackled near their campus booths to exhibit how crime doesn't pay. Evidence bags were left around campuses, and students were enticed to bring them to RBC booths to collect a reward. Various items conjuring up visions of the slam­mer, such as soap-on-a-rope and prison bar decals, were placed around campus to inform students of RBC's services and get them to sign up.

EVP, Creative Director
Matt Shirtcliffe

Senior Copywriter
Rene Rouleau

Senior Art Director
Jason Wren

Art Director
Geoff Lee, Ray de Guzman

Finalists

Excitement Pee
Agency
Blitz Direct, Data & Promotions
Client
Bark & Fitz
VP, Creative Director
Roehl Sanchez
Art Director
Sarah Anderson
Copywriter
Maya Saibil


Turn the Tide Campaign
Agency
Clemenger Proximity
Client
Surfrider Foundation
Creative Director
Glenn Chandler
Senior Art Director
Darren Martin
Senior Copywriter
Neil Harris
Copywriter
Daniel Fryer
Digital Designer
Kevin Phillips Brett Bimson


ESCape
Agency
CP Proximity
Client
Bongo Weekend Desk Iberia
Executive Creative Director
Eva Santos
Art Director
Inigo Castro, Anna Rigola
Copy
Xavi Gimeno
Production Manager
Gemma Rivas


Photos
Agency
Draftfcb Kobza
Client
Divorce Lawyer Dr. Kriegler
Executive Creative Director
Patrik Partl
Creative Director/Art Director
Andreas Gesierich
Art Director
Daniel Senitschnig
Copywriter
Florian Schwab


Gallows
Agency
Leo Burnett Frankfurt
Client
Amnesty International
Executive Creative Director
Andreas Pauli
Associate Executive Creative Director
Kerrin Nausch
Associate Creative Director
Andreas Stalder
Ulf Henniger von Wallersbrunn


Interactive Fan
Agency
Lowe Sydney
Client
Football Federation Australia
Creative Director
Dave Johnson
Copywriter
Neil McGuirk
Art Director
Ben Smith, Sesh Moodley
Producer
Katie Stafford
Head of Production
Lisa Brown


The missing ‘H'
Agency
Lowe Sydney
Client
Football FederationAustralia
Creative Director
Dave Johnson
Art Director
Nathan Lennon
Copywriter
Dave Gibson
Producer
Charna Rifai


Surprise in the University Library
Agency
OgilvyOne Worldwide GmbH
Client
Bayerische Hypo-und Ver­einsbank AG
Creative Director
James Langton
Art Director
Ira Jakoby
Copywriter
Theresa Leiderer


Brussels at the foot of the slopes!
Agency
Proximity BBDO (France)
Client
Thalys International
Creative Director
Bruno Moreira
Copywriter
Cedric Gueret
Artistic Director
Stephane Sitter


Mailbox DVD Player
Agency
Rapp New Zealand
Client
Sky TV
Creative Director
Wayne Pick
Head of Copy
Kim Pick
Art Director
Rob McDowell
Copywriter
Bibi Bliekendaal
Designer
Cliff Li
Production Manager
Marcel de Ruiter


Shark Week
Agency
Rapp Sydney
Client
Austar/Discovery Commu­nications
Creative Director
Scott Smith
Senior Copywriter
Max Kitchen
Art Director
Ryan McKay
Production
Brett Griffiths
Production
Andy Robilliard


Deep thoughts/Red Line
Agency
Wunderman, Irvine
Client
Land Rover North America
Executive Creative Director
Anthony DiBiase
Creative Director/Copywriter
Michael Davis
Associate Creative Director/ Art Director
Nick Rooth
Art Director
Sinan Gorgis
Print Production
Julie Elser

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